The Influence of Identity Characteristics on E-Shopping Enjoyment and E-Loyalty among Women Online Shoppers

This paper extends a previous study that examined the role of enjoyment on the development of e-Loyalty by considering the role of race, income, and education on the enjoyment and development of e-Loyalty in women online shoppers. The goal of this research was to develop a better understanding of the online consumer by investigating women in relation to their e-commerce behaviors and perceptions. By looking at the intersectionality of race, income, and education level, it is a goal to gain a better understanding of the complexities of women as consumers. After completing a quantitative analysis of the data, it was found that the intersectionality of the demographic dimensions of Race, Income, and Education were not found to have a significant moderating impact on the enjoyment of an online shopping experience and the development of E-Loyalty in women online shoppers. This suggests that the complexity and multidimensionality of the psychographic social identification profile possibly supersedes the one-dimensional demographic identification variables in defining the traits and preferences of online shoppers, specifically women online shoppers.